Abstract
Participating in Formula 1 World Championship is a huge enterprise that requires state of the art technology knowledge and a big amount of money, so how can Formula 1 be profitable?
As it is for sponsors or car manufacturer engaged in Formula One, the main objective is to sell their products through the publicity generate by the team, but for a team like Renault or Honda it doesn't seem evident to associate the Formula One team and the car manufacturer. The question that will be discussed in this study is to know how a car manufacturer involves in Formula 1 Championship can manage its involvement in order that it benefits to the Brand. "Formula 1 has a cost if you don't have results. It's an investment if you have results and you know how to exploit them" says the CEO of Renault Nissan, Carlos Ghosn
